The Influence Of Field-dependent And Field-independent Cognitive Styles On Online Impulse Buying

As the rapid development of Internet, online impulse buying attracts more andmore attention from researchers. In recent years, consumers’ attitudes and habits haveundergone earthshaking change; they are changing from traditional impulse buyinginto online impulse buying. This study draws cognitive style of psychology asconsumer personality into online impulse buying study. As a result, it has animportant theoretical and practical significance.This study uses situation simulation experiment method, which include of twoparts. On the first part, the study verifies the significant difference of online impulsebuying between field-dependent and field-independent cognitive. On the second part,considering two moderators, which are online comments and product involvement,this part discusses how cognitive style influents online impulse buying. Study one,subjects complete two questionnaires, cognitive style and online impulse buying，using main effect test to process data; in study two, using2*2situation simulationexperiment method, testing the influence between different cognitive style on onlineimpulse buying under control of product involvement and online comments, analyzingdata with variance analysis.Conclusions are as follows: Firstly, Field independence and field-dependentcognitive style have significant influence on online impulse buying behavior.Secondly, there is an interaction effect between products involved and cognitive styleon online impulse buying behavior, in which influence of products involved in thefield of independent cognitive style is greater than field-dependent cognitive styleconsumers. What’s more, online comments have an interaction effect with cognitivestyle on online impulse buying behavior, in which online recommends has significantinfluence in field-dependent cognitive style, but has little effect on independentcognitive style. The results of this study revealed that cognitive style factors thatinfluence consumer online impulse buying. It is important for companies to takeadvantage of consumer psychology to maintaining corporate image, implement ingtargeted marketing programs to achieve maximum benefits.